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Microsoft co-founder <keyword id="45830" type="General" weightage="80" keywordseo="bill-gates" source="Orion">Bill Gates</keyword> made <keyword id="57953" type="General" weightage="80" keywordseo="roti" source="Orion">roti</keyword> along with celebrity chef <keyword id="13138165" type="General" weightage="50" keywordseo="eitan-bernath" source="Orion">Eitan Bernath</keyword>, who recently returned from a trip to <keyword id="30033" type="General" weightage="50" keywordseo="bihar" source="Orion">Bihar</keyword>, and ate it with ghee.<br /><br />A video was shared by <keyword id="6422721" type="General" weightage="100" keywordseo="gates" source="Orion">Gates</keyword> on the social media platform Instagram, in which Bernath teaches Gates how to make a roti.<br /><br />"We had a blast making <keyword id="3658" type="General" weightage="50" keywordseo="india" source="Orion">India</keyword>n Roti together. <keyword id="5196500" type="General" weightage="50" keywordseo="eitan" source="Orion">Eitan</keyword> just got back from a trip to Bihar, India where he met wheat farmers whose yields have been dramatically increased thanks to new early sowing technologies," Gates wrote in the caption.<br /><br />"He also met with women from 'Didi Ki Rasoi' community canteens who graciously shared their expertise in making the perfect roti."<br /><br />In the video, the duo was making rotis and brushing them with ghee.<br /><br />When Bernath asked Gates, "When is the last time you think you cooked?"<br /><br />"Well, if heating up soup counts, I do that regularly," Microsoft's co-founder replied.<br /><br />In February last year, Gates had praised India for the development, manufacturing and distribution of Covid-19 vaccines and termed the country's vaccine coverage as "very impressive".<br /><br />SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/india/news/calicut-bound-air-india-express-flight-lands-in-abu-dhabi-after-flames-detected-mid-air/articleshow/97569180.cms">Calicut-bound Air India Express flight lands in Abu Dhabi after flames detected mid-air</a><br /><a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/stock-market/news/adani-enterprises-sbi-life-hdfc-life-among-stocks-in-focus/articleshow/97567830.cms">Sensex, Nifty50 likely to open in the green amid positive global cues: Adani Enterprises, SBI Life, HDFC Life among stocks in focus</a>

Fresh off his trip from Bihar, Bill Gates rolls an Indian roti and enjoys it with ghee

<ul class="summary-list"><li>Eitan Bernath is a 17-year-old influencer known for his cooking videos on <keyword id="6762469" type="UNKNOWN" weightage="60" keywordseo="TikTok">TikTok</keyword>, where he now has nearly 900,000 followers and 19.8 million likes. </li><li>The high school senior has built his own production company, in addition to his high-quality cooking videos. </li><li><p><strong>"If I do something, I'm going to do it 110%," Bernath told Insider in an interview. </strong></p></li><li><strong>On top of his other videos, Bernath has gained notoriety for his quarantine-specific series. </strong></li><li><a href="https://www.insider.com/?hprecirc-bullet">Visit Insider's homepage for more stories</a>.</li></ul><p><a href="https://www.tiktok.com/@eitan?lang=en">Eitan Bernath</a> didn't go <a href="https://www.businessinsider.com/coronavirus-song-dance-wash-hands-quang-dang-2020-3">viral on TikTok</a> by accident. </p><p>Last November, he bet one of his teachers that he could get a TikTok video to hit one million views by the end of the year. Though he only had around 100 Tiktok followers at the time, the 17-year-old with a serious passion for cooking had already been growing his following on <a href="https://www.instagram.com/eitan/?hl=en">Instagram</a>, <a href="https://www.facebook.com/eitanbernath/">Facebook</a>, and <a href="https://www.youtube.com/channel/UCkm54mGFAenemmEMIwuQsjA">YouTube</a> with well-produced cooking videos for years. (The previous month, he had spoken onstage at Facebook's <a href="https://www.facebook.com/journalismproject/instagram-next-conference-2019">Instagram Next conference</a> in New York, during a panel hosted by the New York Times <keyword id="6358815" type="UNKNOWN" weightage="60" keywordseo="tech">tech</keyword> reporter Taylor Lorenz.) </p><p>So, the high school senior took a look at a running Google Doc he used to keep track of ideas that he "thought would go viral based on knowing the demographic of the app," he told Insider in an interview, and picked one best suited for TikTok. </p><p>By the end of that day, the video — which showed his New Jersey private school cafeteria for a "world's best school cafeteria check" — hit over a million views. </p> <p>Now, the social media wunderkind has nearly 900,000 followers and 19.8 million likes on TikTok. "TikTok is the best thing that's happened to all of my social media," Bernath said.</p><h2>Eitan Bernath has drawn a huge audience on TikTok for his cooking expertise and entertaining personality.</h2><p>As quarantine has pushed people towards<a href="https://www.vox.com/the-goods/2020/3/27/21195361/quarantine-recipes-cooking-baking-coronavirus-bread"> cooking</a> as a hobby and necessity, Bernath has followed suit with his content, showing his followers how to make their favorite foods themselves while they're quarantined at <keyword id="6363870" type="UNKNOWN" weightage="60" keywordseo="home">home</keyword>, from <a href="https://www.tiktok.com/@eitan/video/6802754144823184646">fish tacos</a> to <a href="https://www.tiktok.com/@eitan/video/6804219863918234886">fried chicken</a>. A quick scroll through Bernath's TikTok page makes the mouth water.</p><ul class="read-more-links"><li> </li></ul><p>Bernath has even started a quarantine-themed IGTV show called "Quarantined Cooking."  </p><p>But beyond the <keyword id="25266" type="PERSON" weightage="60" keywordseo="recipes">recipes</keyword>, it's Bernath's bubbly personality, fast speaking voice, and clear knack for performing — one of his signature moves is to throw store-bought <keyword id="6181" type="COMPANY" weightage="60" keywordseo="Food">food</keyword> behind him before remaking the recipe at home — that make him stand out among the thousands of food accounts online. "My interest really is in performing and teaching about food," he said. "The camera is where I'm most comfortable. I really love connecting with people."</p><p>His <keyword id="4578" type="COMPANY" weightage="60" keywordseo="entertainment">entertainment</keyword> style is also a business move. Bernath said he crafts his videos to quickly grab his followers' attention, so they're less likely to quickly scroll by. "I think of it much less as a post, and more of an experience I'm creating for the person who's watching it," he explained. </p><h2>He had some early brushes with food fame — and a connection with Guy Fieri.</h2><p>Growing up, Bernath was a picky eater. But when he saw recipes online that differed from his mom's traditional Jewish cooking, he decided to take a shot at cooking something. Soon, when he was 11 years old, his passion for cooking would be solidified by a very exciting TV appearance on the Food Network's "Chopped" competition series. The show was doing a test run for what would eventually become "Chopped: Junior." </p><p>"It kind of started to turn my passion for food into a career," Bernath said. At age 12, after the episode aired and he starting having news appearances, he started his <a href="https://www.eitanbernath.com/">blog</a> and Instagram. </p> <p>In 2017, he had a second appearance on Food Network — this time, on Guy Fieri's series, <a href="https://www.youtube.com/watch?v=x-4EzAkKc6c&amp;feature=youtu.beu.be">Guy's Grocery Games</a>. "He had personally asked me, one time when I met him, to be on the show," Bernath said, adding that Fieri has always been one of his idols. "I consider myself more of an entertainer than a chef," he said. </p><h2>Despite still being a high school student, he sometimes works 12-hour days. </h2><p>Bernath is proud of the production value of his videos, which he films with professional camera equipment and lighting (though his TikTok videos are filmed with his iPhone). He's even employed editors to help edit his own content, as well as videos by his production company, Eitan Productions. "I do have a team of editors working for me just because we're putting out, like, 10 to 20 videos a day."</p><p>Between his production company and his own personal brand, there are more than 10 social media accounts he's responsible for updating with multiple daily posts. "That's why I don't sleep," he said, laughing. Some days, he gets up as early as 5 a.m. to start working on his videos. "Those are 12-hour days for all of us in the family," he said. "So it's really a team effort." </p> <p>Bernath said that while his parents are extremely "supportive" of his work, they have a "hands-off" approach, only getting involved when he really needs extra help or has to sign a financial agreement or contract. (Though that will change soon, when Bernath turns 18 later this month.) </p><p>Most of Bernath's videos are filmed in his house. He even built a full-on kitchen set in his garage. "If I do something, I'm going to do it 110 percent," he said. But with his high school graduation coming up in June, he's looking forward to getting his own place in New York City to use for his videos. </p><p>But Bernath's biggest career influence is someone who is actually not known for cooking at all. <a href="https://www.insider.com/jeffree-star-breakup-nate-social-media-use-post-relationship-influencers-2020-1">Jeffree Star</a>, the makeup artist and YouTuber, has a career that Bernath hopes to embody. "I really look up to him because he has really taken a social media career and turned it into a business that's literally worth hundreds of millions of dollars," he said. </p><p>Though his social media business is booming, Bernath said he's hoping to collaborate with Food Network again one day — maybe even with his own series next time. "I don't know what they're waiting for," he said. </p><ul class="read-more-links"><li>Read more:</li><li><a href="https://www.businessinsider.com/tiktok-stars-are-finding-new-ways-to-monetize-their-videos-2019-12">TikTok is a 'wild west' for influencers. Here are some of the ways they're trying to make money on the viral video app.</a></li><li><a href="https://www.businessinsider.com/math-tiktok-accounts-viral-sat-personal-finance-tips-2020-4">Math teachers are getting millions of views on TikTok by sharing SAT tips and data visualizations</a></li><li><a href="https://www.insider.com/tiktok-dances-renegade-say-so-and-more-19-top-2020-3">19 of the most viral dances on TikTok, from the 'renegade' to 'TOES'</a></li><li><a href="https://www.insider.com/dalgona-coffee-whipped-how-to-make-tiktok-instagram-2020-4">Dalgona coffee, the whipped drink that's everywhere on TikTok, has become the perfect quarantine caffeine fix</a></li></ul>Read the original article on <a href="https://www.insider.com/eitan-bernath-chef-food-influencer-tiktok-cooking-videos-2020-4">Insider</a>

How a teenage chef created a social media empire with millions of views, from quarantine cooking to an appearance on 'Chopped'

<ul class="summary-list"><li>It's recommended to trim the pale bottom ends of asparagus because they are woody and tough.</li><li>The ideal cutting point is where the spear turns green to white. </li><li>You can also bend and snap one spear and use it as a guide to slice the rest. </li></ul><p>Springtime brings a bounty of popular veggies like asparagus, which reaches peak sweetness with its characteristically mild, earthy taste from March through June.</p><p>But whether you're blanching it for a pasta primavera, grilling it for a simple side dish, or roasting it for a refreshing salad, you'll want to trim the ends off the spears first.</p><p>Fortunately, trimming asparagus is super easy. Below, experts share step-by-step instructions on how to do it, plus some preparation and storage tips to keep in mind.</p><h2><strong>Why trim asparagus?</strong></h2><p>While the ends of asparagus are technically edible, <a href="https://ice.edu/" target="_blank" rel="noopener">Institute of Culinary Education</a> chef-instructor Olivia Roszkowski notes that they're notoriously tough in texture and carry less flavor. They also take more time to cook through than the rest of the spear and tips. For those reasons, she typically recommends trimming asparagus.</p><p>Keep in mind that if the asparagus was picked straight from your garden or purchased from a local farmer's market while in season, it doesn't need to be trimmed much, says Ryan Schmidtberger, executive chef at <a href="https://www.hancockst.com/" target="_blank" rel="noopener">Hancock St</a> in New York. </p><p>There's no one-size-fits-all measurement for how much to remove from the ends because it all depends on the size of the asparagus and how fresh it is.</p><p>As a general rule, the ideal place to cut is where the spear turns from green to white. The tough, woody part of an asparagus typically looks dry and light green or white in color, and gives more resistance when you try to slice through it. Since the root ends have less moisture, they're less flexible, which is why they break off naturally when you bend the spear. </p><p><strong>Quick tip: </strong>While the asparagus ends may be too tough to eat on their own, Roszkowski says you can store these trimmings in the freezer to puree for soups or shave them thinly into salads. </p><h2><strong>How to trim asparagus</strong></h2><p><strong></strong></p><div type="image" title="Person snapping a stalk of asparagus." height="1409" width="2128" msid="90382543" hostid="261"></div><p>All you need to trim asparagus is a <a href="https://www.insider.com/guides/kitchen/best-cutting-board" target="_blank" rel="noopener">cutting board</a> and a <a href="https://www.insider.com/guides/kitchen/best-kitchen-knives" target="_blank" rel="noopener">chef's knife</a>. Here are the steps:</p><p><strong style="color: #000000;">1. Take one asparagus and bend it until it snaps. </strong>According to Roszkowski, this is the best way to find where the tough, fibrous end begins. Taking just one piece of asparagus, hold the middle of the stalk with one hand and the root end with the other, and bend it until it snaps off naturally.</p><p><strong style="color: #000000;">2. Line up the rest of the asparagus to cut. </strong>Lay all of the asparagus on a cutting board — including the piece you just broke the end off of — so that the tips are lined up. Using that stalk that you snapped as a guide, make one uniform cut to remove the rest of the ends with a chef's knife.</p><p><strong style="color: #000000;">3. Wash the asparagus: </strong>After removing the ends, celebrity chef <a href="https://www.eitanbernath.com/" target="_blank" rel="noopener">Eitan Bernath</a> says it's important to give the asparagus a quick rinse to get rid of grit or dirt that may be hiding in the tips. Gather the asparagus in small bunches and hold them under cold running water, making sure to rinse off all parts of the spears and tips.</p><p><strong style="color: #000000;">4. Dry the asparagus: </strong>Lay the asparagus flat on a paper towel or clean dish towel and then gently pat it dry with another towel. This step is especially important if you're roasting or <a href="https://www.insider.com/best-things-to-make-in-air-fryer-according-to-personal-trainer-2021" target="_blank" rel="noopener">air frying your asparagus</a>, as excess water will prevent it from crisping up.</p><p><strong>Quick tip:</strong> There's no need to trim the asparagus tips — unless they've become mushy, says Bernath, which usually just happens when they're coated and stored in excess moisture.</p><h2><strong>Asparagus preparation and cooking tips</strong></h2><p><strong></strong></p><div type="image" title="Overhead shot of asparagus on a cutting board, surrounded by other veggies." height="1415" width="2119" msid="90382545" hostid="261"></div><p>Once you've trimmed the ends off — the culinary possibilities are endless. But here are just a few chef-approved ways to prepare and cook asparagus.</p><ul><li><strong>Grilled: </strong>This is Schmidtberger's favorite cooking method as it enhances asparagus' earthy, bittersweet flavor. After coating in your high heat cooking oil of choice, grill the asparagus whole on high heat for about 3 to 5 minutes or until lightly charred. </li><li><strong>Blanched: </strong>For this method, cut each stalk into ½-inch round coins before adding to a pot of boiling, salted water. Blanch for 1 to 2 minutes, or until bright green and still tender, then add to salads and slaws.</li><li><strong>Roasted: </strong>Prefer your veggies on the crispy side? Then <a href="https://www.insider.com/asparagus-in-the-oven" target="_blank" rel="noopener">roasted asparagus</a> is your best bet. Bernath advises coating the whole stalks in oil before roasting in the oven for 7 to 10 minutes at 425 degrees Fahrenheit. To take the flavor up a notch, add grated parmesan at the end  and throw it back in the oven until the cheese is bubbling and slightly brown. </li><li><strong>Seared: </strong>Not only is this method the fastest, but it's next to impossible to overcook the asparagus since it's only in the pan for a few minutes. Roszkowski recommends coating a super hot cast iron pan with cooking oil before dropping in the whole stalks of trimmed asparagus. Roszkowski likes to finish seared asparagus with lemon zest and crushed pistachios or hazelnuts.</li><li><strong>Sautéed: </strong>Cut the asparagus into thirds or quarters at a diagonal angle when using this method, says Schmidtberger. He recommends sautéing the chopped stems in garlic, shallots, and oil for a minute or two over medium heat, then adding the tips and cooking for just another minute or two so they don't get mushy.</li><li><strong>Steamed:</strong> Place a skillet over medium heat, add just enough water to cover the bottom, cover, and let the asparagus steam for 3 to 5 minutes, or until fork-tender. Roszkowski notes that steamed asparagus can more readily soak up the flavors of a vinaigrette. If you do plan to use it in a salad, cut the asparagus into bite-sized pieces before steaming it.</li><li><strong>Fried: </strong>For an extra crunchy twist, Roszkowski suggests dipping 3-inch pieces of asparagus into a chickpea flour batter before frying it in hot oil.</li><li><strong>Raw: </strong>You don't necessarily have to cook this vegetable, and in fact, chefs say some prefer the crisp texture of raw asparagus. One way to eat it raw, according to Bernath, is to use a vegetable peeler to slice the asparagus into long, slender strips, then toss with your favorite vinaigrette, salt, pepper, and fresh parmesan. Roszkowski adds that thinly sliced raw asparagus can be added to savory baked goods like <a href="https://www.insider.com/trying-the-best-cornbread-recipes-from-chefs" target="_blank" rel="noopener">cornbreads</a>, <a href="https://www.insider.com/trying-different-biscuit-recipe-from-favorite-chefs" target="_blank" rel="noopener">biscuits</a>, and <a href="https://www.insider.com/which-chef-has-the-best-blueberry-muffin-recipe" target="_blank" rel="noopener">muffins</a>.</li></ul><p><strong>Quick tip:</strong> Don't wash and trim the asparagus until you're ready to use it, says Schmidtberger. To store asparagus, wrap the spears in a damp paper towel, leaving the delicate ends out, and place them in an airtight container or bag in the refrigerator crisper drawer — where they'll last for up to five days.</p><h2><strong>Insider's</strong> <strong>takeaway</strong> </h2><p>Although there's nothing wrong with eating the asparagus ends, you may want to ditch them anyway due to their tough, chewy texture. <strong> </strong></p><p>Snapping the end off of one or two stalks first will help you figure out where to cut the rest of the stems. How you prepare the asparagus after trimming depends on the cooking method you're using.</p><p>Just remember that after trimming the asparagus, you should always be sure to rinse it off before cooking it or eating it raw.</p>

How to trim asparagus and avoid the tough bottom ends

<ul class="summary-list"><li><a href="https://www.businessinsider.com/category/tiktok">TikTok</a>, a short-form video app popular with <a href="https://www.businessinsider.com/category/gen-z">Gen Z</a>, has been downloaded more than 1.5 billion times. </li><li>Rules and possibilities for monetization are less clear-cut than more established platforms like <a href="https://www.businessinsider.com/category/instagram">Instagram</a>. </li><li>Some TikTok creators are finding new ways to monetize the app that take advantage of its unique, audio-based style, like the possibility of a "virality clause" in brand deals.</li><li><a href="https://www.businessinsider.com/?hprecirc-bullet">Visit Business Insider's homepage for more stories</a>.</li></ul><p>For influencers looking to make money off their content, TikTok is the "wild west" compared to more established platforms like Instagram and <a href="https://www.businessinsider.com/category/youtube">YouTube</a>, at least according to <a href="https://www.eitanbernath.com/">Eitan Bernath</a>, a teen chef and influencer with more than 100,000 followers on both Instagram and TikTok. </p><p>TikTok posts rise to popularity differently from posts on Instagram, so, Bernath reasons, his agreements with brands should be different. TikTok is engineered for virality - Bernath built a sizable following on TikTok in a month, reaching the same number of followers it took him nearly five years to build on Instagram. On TikTok, viewers primarily engage with content through the "For You" page, where an algorithm shows videos based on previous videos a person has engaged with. TikTok and its parent company, <a href="https://www.businessinsider.com/category/bytedance">ByteDance</a>, have remained quiet about what elevates certain videos over others. In comparison, Instagram users open the app to see the feed of people they follow.</p><p>TikTok has quickly gained users since its US launch in 2018. It <a href="https://www.businessinsider.com/tiktok-app-online-website-video-sharing-2019-7">evolved</a> from Musical.ly, an app where users lip-synced along to 15-second audio tracks. China's ByteDance bought Musical.ly in 2017 and folded it into TikTok. ByteDance is the most valuable private company in the world, worth an estimated $75 billion. </p><p>Now, TikTok has been downloaded more than 1.5 billion times, and it is the top free non-gaming iOS app. It might also be closing in on Instagram and Snapchat in numbers of active users, though TikTok hasn't disclosed those numbers. Instagram reached 1 billion monthly active users in 2018, while Snapchat has <a href="https://www.omnicoreagency.com/snapchat-statistics/">over 300 million</a>. </p><p>But unlike Instagram, TikTok doesn't make it easy to build sponsorships. So some influencers on the platform are finding new ways to monetize the app that take advantage of its unique, audio-based style, like the possibility of a "virality clause" in brand deals.</p><p class="tagline"><a href="https://www.businessinsider.com/intelligence/stories-slide-deck?IR=T&amp;itm_source=businessinsider&amp;itm_medium=ctgr_bii&amp;itm_term=ctgr_leadgen&amp;itm_content=instagram&amp;itm_campaign=stories-slide-deck"></a></p>

Making money on TikTok isn't as straightforward as on other platforms, so influencers are getting creative

<p><em>Happy Thursday! This is Amanda Perelli </em><em>and welcome back to Insider <keyword id="1112328" type="PERSON" weightage="60" keywordseo="Influencers">Influencers</keyword>, our weekly rundown on the influencer and creator economy. </em><a href="http://newsletter.businessinsider.com/join/influencerdashboard"><em>Sign up for the newsletter here.</em></a></p><p>During the pandemic, many mega influencers have ignored social-distancing guidelines by attending large gatherings, traveling, or appearing in public without masks. But brands are still hiring them.</p><p>An example: 19-year-old <keyword id="6762469" type="UNKNOWN" weightage="60" keywordseo="TikTok">TikTok</keyword> star Blake Gray was charged with a misdemeanor alongside fellow creator Bryce Hall on August 28, after throwing a massive party that Los Angeles City Attorney Mike Feuer alleged violated the county's COVID-19 guidelines, including its "Safer LA" order and "Party House Ordinance."</p><p>Two days after the city attorney's charge, Gray posted a <a href="https://www.tiktok.com/@blakegray/video/6866950749838953733?lang=en">promotional video</a> on TikTok for the fashion and cosmetics retailer Asos. And a little over a week later, Nabisco paid Gray to <a href="https://www.tiktok.com/@blakegray/video/6869873957420535046?lang=en">promote its Nutter Butter cookies</a> on TikTok, with the brand cheekily pretending to flirt with Gray in the video's comments section. </p><p>Gray and Hall are just two examples of influencers who have publicly ignored health measures. For instance, TikTok collab group <a href="https://www.businessinsider.com/clubhouse-tiktok-influencers-launch-travel-house-with-trip-to-mexico-2020-6">Clubhouse traveled to Tulum, Mexico in June,</a> and <a href="https://www.insider.com/party-hype-house-larray-birthday-la-james-charles-tana-influencer-2020-7">The Hype House hosted a large gathering in July</a>. </p><p>But by and large, brands seem to be sticking with these mega stars.</p><p>Why is that? </p><p>My colleagues Dan Whateley, Sydney Bradley, and I spoke with influencer industry insiders on the reasons.</p><p>Some insiders said one potential reason is that dropping a mega influencer or celeb could provoke a bigger problem than any backlash would, especially as many have millions of loyal fans and are repped by high-powered Hollywood agencies and management firms. </p><p>But, unlike some top creators, some influencers with smaller follower counts have faced tangible consequences.</p><p>One influencer with under one million followers had a brand cancel a year-long ambassadorship after they took a road trip with their children and posted about it on Instagram, according to their manager. The brand used the "morality clause" in their contract.</p><p><strong><a href="https://www.businessinsider.com/brands-still-hiring-influencers-who-ignore-social-distancing-guidelines-2020-9">Check out the full analysis for more, </a><a href="https://www.businessinsider.com/brands-still-hiring-influencers-who-ignore-social-distancing-guidelines-2020-9">here.</a> </strong></p><h2><a href="https://www.businessinsider.com/inside-ryans-world-business-interview-youtube-tv-toys-2020-9">The parents of the world's top-earning YouTube star, </a><a href="https://www.businessinsider.com/inside-ryans-world-business-interview-youtube-tv-toys-2020-9">8-year-old Ryan Kaji, </a><a href="https://www.businessinsider.com/inside-ryans-world-business-interview-youtube-tv-toys-2020-9">took us inside his business</a></h2><div type="image" title="Ryan" height="892" width="1190" msid="78297052" hostid="261"></div><p>The 8-year-old Ryan Kaji is the highest-paid YouTuber in the world, making an estimated $26 million in yearly income reviewing toys, according to Forbes. </p><p>His main <keyword id="10879" type="CITY" weightage="60" keywordseo="YouTube">YouTube</keyword> channel, Ryan's World, has 26 million subscribers and billions of views. But his success doesn't stop there.</p><p>The Ryan's World brand spans beyond YouTube, with a show on TV, and dozens of products sold at major retailers like Target and Walmart. In 2019, the brand generated more than $200 million in retail sales, a spokesperson said.</p><p>I spoke with Ryan's parents, Shion and Loann, about the family's rise to fame online and how they built their business.</p><p>The family now manages a 30-person production company, Sunlight Entertainment, in their home state of Texas. When Ryan is attending school during the day, Shion and Loann will <a href="https://www.youtube.com/watch?v=mAJUqmslEGo">usually head to their office</a> and work with their team of editors, animators, and voice actors to produce content. </p><p><strong><a href="https://www.businessinsider.com/inside-ryans-world-business-interview-youtube-tv-toys-2020-9">Read the full story here</a>. </strong></p><h2><a href="https://www.businessinsider.com/how-much-instagram-nano-influencer-charges-for-sponsored-posts-2020-9">How a cooking Instagram influencer doubled his follower count in one month using Reels</a></h2><div type="image" title="Eitan Bernath" height="1816" width="2421" msid="78297055" hostid="261"></div><p>The 18-year-old influencer Eitan Bernath is a social-media cooking star who has become popular for his short-form content, particularly on TikTok, where he has over 1.3 million followers.</p><p>Sydney spoke with Bernath about his recent audience growth and how he strategically edits his short-form videos to go viral on TikTok and Instagram.</p><p>After Instagram launched Reels (its own version of TikTok) in August, Bernath started creating Reels immediately and suddenly gained over 200,000 followers in one month — doubling his following. </p><p>His Reels are now some of the most popular on the app. He's accumulated over 60 million views in total and reaches the Instagram "Featured" page almost every day. </p><p>"It's almost a joke now with me and my family: at what time of day will Instagram feature my Reel?" Bernath laughed.</p><p><strong><a href="https://www.businessinsider.com/eitan-bernath-shares-tiktok-instagram-cooking-video-stratgy-2020-9">Read more on his Reels strategy for success, here</a>. </strong></p><h2><a href="https://www.businessinsider.com/how-much-instagram-nano-influencer-charges-for-sponsored-posts-2020-9">An Instagram 'nano' influencer started making money with fewer than 3,000 followers</a></h2><div type="image" title="Amber Broder Skincare" height="773" width="1031" msid="78297059" hostid="261"></div><p>Instagram "nano" influencer Amber Broder has just over 2,300 followers, but she's already earning money from brands.</p><p>Broder is a skincare influencer, and she spoke with Sydney about how she monetizes content, and what her starting rates are for branded Instagram posts. </p><p>Broder is a full-time student at Georgetown University, and this year, she turned her "passion project" into a money-making side hustle. On Instagram, she posts reviews of skincare products and sponsored content for brands on her "Amber Skincare Diary" channels. She mostly uses Instagram, but she also posts to TikTok and maintains <a href="https://amberskincarediary.com/">a blog</a>.</p><p>Broder uses a straightforward formula to calculate where to set her starting rates for content: 4% of her total of followers. This doesn't factor in time, quality, engagement, or usage rights, however. Rather, the formula acts as a guideline or minimum for where to start when negotiating her rates.  </p><p><strong>Her starting rates for Instagram content include:</strong></p><ul><li><p>In-feed Instagram post: $100 to $120</p></li><li><p>Instagram Reel: $50 to $75</p></li></ul><p><strong><a href="https://www.businessinsider.com/how-much-instagram-nano-influencer-charges-for-sponsored-posts-2020-9">Check out her rates for IGTV, and her strategy for starting to work with brands, here</a>. </strong></p><h2>More creator industry coverage from Business Insider:</h2><p><strong>YouTube </strong></p><ul><li><p><a href="https://www.businessinsider.com/how-much-youtube-pays-for-views-100-thousand-million-150-2020-1">How much YouTube pays influencers for 100,000, 1 million, and 150 million views</a> (by Amanda Perelli)</p></li></ul><div type="image" title="Cosette" height="790" width="1053" msid="78297060" hostid="261"></div><h2>Ask an influencer: "Favorite social-media app for leisure?"</h2><ul><li><p>Cosette Rinab (<a href="https://www.tiktok.com/@cosette?source=h5_m">TikTok creator, 2.3 million TikTok followers</a>): "My favorite app for leisure is TikTok! I love scrolling through TikTok before bed or if I'm feeling stressed, it clears my mind and helps me unwind after a long day."</p></li><li><p>Josh Sadowski (<a href="https://www.tiktok.com/@joshsadowski">TikTok creator, 4.6 million TikTok followers</a>): "For leisure, TikTok and Reels would have to be my favorite! I'm able to watch a large variety of content in a short amount of time. I find myself laughing one moment and then watching an inspiration story the next."</p></li><li><p>Jair Woo (<a href="https://www.youtube.com/user/jairwoo">YouTube creator, 445,000 subscribers</a>): "My favorite social <keyword id="6354777" type="COMPANY" weightage="100" keywordseo="Media">media</keyword> app for leisure would have to be Twitter. I use Twitter for my news, entertainment, funny memes, and everything in between."</p></li><li><p>Katherine Rose (<a href="https://www.youtube.com/channel/UChAFc0zigZXjPd48FmEOrRA">YouTube creator, 489,000 subscribers</a>): "Definitely TikTok because it makes me crack up at all times of the day." </p></li><li><p>Taylor King (<a href="https://www.instagram.com/tksjuicypolls/?hl=en">YouTube creator and video editor, 98,000 Instagram followers)</a>: "My favorite social media app for leisure, without a doubt, is TikTok. I love it because it can instantly get me out of a bad mood, makes me belly laugh, and it teaches me new lingo/trends."</p></li></ul><p>Submit your questions about the influencer industry or for creators to aperelli@businessinsider.com. We'll answer your questions in an upcoming issue of Insider Influencers.</p><h2>This week from Insider's digital culture team:</h2><div type="image" title="Merch James Charles" height="1200" width="1722" msid="78297063" hostid="261"></div><h2>Beauty guru James Charles was accused of stealing clothing designs from YouTubers Ethan and Hila Klein (H3H3 Productions)</h2><p>Beauty guru James Charles (22 million subscribers) was recently accused of stealing clothing designs from YouTubers Ethan and Hila Klein (from H3H3 Productions, 6.5 million subscribers).</p><p>Charles recently teased an upcoming collection of color-blocked hoodies from his Sisters Apparel brand (which launches today). Shortly after, Ethan responded to the collection on Twitter suggesting that Charles had copied the color palette used in his wife Hila's designs for their apparel company Teddy Fresh.</p><p>Margot Harris from Insider wrote that Charles addressed the allegations, claiming that he had communicated with Klein and provided a photo of his inspiration for the collection and that he had asked Klein for guidance on how to proceed. </p><p>In a separate post, Ethan said the similarities could be "a totally cosmic coincidence" — but he thought this was unlikely given that Charles' merch "used pretty much the identical colors."</p><p>In his final messages, Charles said that there was really "no competition" between the two, as they "don't have the same fanbase or demographic."</p><p><strong><a href="https://www.insider.com/james-charles-accused-stealing-merch-designs-by-ethan-klein-2020-9">Read the full post here.</a> </strong></p><p><strong>More from Insider: </strong></p><ul><li><p><a href="https://www.insider.com/jeffree-star-killer-merch-ppp-loan-coronavirus-relief-star-2020-9">YouTuber Jeffree Star's merchandise company Killer Merch received a coronavirus relief loan</a> (by Palmer Haasch)<a href="https://www.insider.com/james-charles-accused-stealing-merch-designs-by-ethan-klein-2020-9"></a></p></li><li><p><a href="https://www.insider.com/alien-ufo-sighting-tiktok-area-51-content-2020-9">Videos showing what people claim to be unidentified flying object (UFO) sightings are going viral on TikTok</a> (by Rachel Greenspan)</p></li><li><p><a href="https://www.insider.com/twitch-streamers-are-being-stalked-and-harassed-online-2020-9">Twitch streamers are telling stories of being harassed and abused by violent stalkers to increase awareness and help other victims</a> (by Lindsay Dodgson)</p></li></ul><h2>Here's what else we're reading: </h2><ul><li><a href="https://www.theverge.com/2020/9/23/21452278/instagram-reels-update-longer-videos-length-trim-edit">Instagram is rolling out updates to Reels, allowing users to make 30-second videos instead of 15</a> (by Julia Alexander, from The Verge)</li><li><p><a href="https://mashable.com/article/ios-14-iphone-home-screen-ideas/">Aesthetic iOS 14 home screens that'll inspire you to customize your iPhone</a> (by Morgan Sung, from Mashable)</p></li><li><p><a href="https://www.tmz.com/2020/09/23/charli-damelio-dunkin-donuts-drink-cold-brew-sales-boost/">Dunkin' saw a huge boost in sales after releasing TikTok star Charli D'Amelio's limited edition drink, The Charli </a>(from TMZ)</p></li></ul><p><em>Thanks for reading! Send me your tips, comments, or questions: aperelli@businessinsider.com</em></p><h2><a href="http://newsletter.businessinsider.com/join/influencerdashboard"><strong>Subscribe to the newsletter here</strong></a><strong>.</strong></h2>

Brands are still hiring influencers who party during the pandemic

<p><em></em></p><p><em>Hi, this is Amanda Perelli and welcome back to Insider <keyword id="1112328" type="PERSON" weightage="60" keywordseo="Influencers">Influencers</keyword>, our weekly rundown on the influencer and creator economy. <a href="http://newsletter.businessinsider.com/join/influencerdashboard">Sign up for the newsletter here.</a></em></p><p>The paywall-content platform OnlyFans has recently surged in popularity among influencers on <keyword id="10879" type="CITY" weightage="60" keywordseo="YouTube">YouTube</keyword>, <keyword id="819905" type="COMPANY" weightage="60" keywordseo="Instagram">Instagram</keyword>, and <keyword id="6762469" type="UNKNOWN" weightage="60" keywordseo="TikTok">TikTok</keyword>.</p><p>This week, I wrote about how many of these influencers have leaned into the messaging component of OnlyFans, rather than the explicit content that made the platform famous.</p><p>In short: fans pay to message their favorite creators.</p><p>Here's how it works: </p><ul><li><p>Free-tier users are often told to add a tip to send a message (usually with a minimum tip of $5).</p></li><li><p>Or they can send a big up-front tip (usually between $100 and $200) to be added to VIP tier for "unlimited" chatting.</p></li></ul><p>But the amount of messaging needed to run a successful OnlyFans has led some influencers to use ghostwriters to respond to messages on their behalf, industry insiders said.</p><p>It's a secret that no one wants to discuss openly, since if fans found out they might feel betrayed - and stop paying.</p><p>"The relationship with the audience is so temperamental," one manager said. "If anyone found out that was happening the audience would be pissed."</p><p>From what we know, the use of OnlyFans ghostwriters is a practice popular in the influencer community rather than among the sex workers who propelled the platform to prominence.</p><p><a href="https://www.businessinsider.com/some-influencers-have-ghostwriters-to-respond-to-onlyfan-messages-2020-12">Read more about influencers hiring ghostwriters for their OnlyFans here.</a></p><h2><a href="https://www.businessinsider.com/tiktok-bytedance-us-salaries-for-jobs-careers-in-product-engineering-2020-12">How much money TikTok pays for key US jobs </a></h2><h2><em><div type="image" title="TikTok star Addison Rae at the 2020 Billboard Music Awards" height="1607" width="2142" msid="79664426" hostid="261"></div></em></h2><p>TikTok has continued to hire this year despite political pressure from the Trump administration and threats of a ban.</p><p>The ByteDance-owned company has already tripled its US headcount in 2020.</p><p>My colleagues Dan Whateley and Ashley Rodriguez analyzed disclosures on work visas to show how much the company pays for certain roles.</p><p>Based on the data, TikTok and ByteDance offered staffers on work visas in the US annual base salaries:</p><ul><li><p>Product and engineering - $108,000 to $480,000 base salary.</p></li><li><p>Data science and research - $96,000 to $230,000 base salary.</p></li><li><p>Monetization-focused roles - $70,000 to $224,000 base salary.</p></li></ul><p><a href="https://www.businessinsider.com/tiktok-bytedance-us-salaries-for-jobs-careers-in-product-engineering-2020-12">Check out the full breakdown of TikTok salaries here.</a> </p><h2><a href="https://www.businessinsider.com/how-much-money-tiktok-star-mcfarland-family-charges-for-sponsorships-2020-12">A 59-year-old dad and his sons have gained over 2 million TikTok followers and built a family business</a></h2><div type="image" title="The McFarlands TikTok" height="2728" width="3644" msid="79664430" hostid="261"></div><p>The TikTok hashtag #DadsofTikTok has racked up over 9 billion total views. </p><p>And one TikTok famous dad, 59-year-old Dan McFarland, is the star of his family's viral account. </p><p>The McFarlands are a family of five from Kentucky who now have over 2 million followers on TikTok. </p><p>My colleague Sydney Bradley wrote that this year they started regularly working with brands on sponsored content.</p><p>Their starting rates are between $5,000 and $8,000 for a sponsored TikTok video, and then an additional starting rate of $3,000 to $6,000 for that same footage to be posted on Instagram.</p><p><a href="https://www.businessinsider.com/how-much-money-tiktok-star-mcfarland-family-charges-for-sponsorships-2020-12">Read more on the McFarlands here.</a></p><h2><a href="https://www.businessinsider.com/how-to-run-ads-on-tiktok-marketing-products-suite-explained-2020-12">A TikTok product lead explains the 6 ways to run ads on the app </a></h2><div type="image" title="TikTok" height="1904" width="2539" msid="79664433" hostid="261"></div><p>At a presentation last month, TikTok's North America product strategy lead Gabriel Nicolau spoke about the company's eight marketing products (including six ad products). </p><p>Dan wrote that TikTok's current ad solutions are more tailored to big brands looking for a splashy takeover than a local restaurant aiming to draw in new customers, despite the company's recent efforts to court smaller accounts.</p><p>Nicolau described one of TikTok's ad formats as "like having a mobile Times Square in your pocket."</p><p><a href="https://www.businessinsider.com/how-to-run-ads-on-tiktok-marketing-products-suite-explained-2020-12">Read the key takeaways from Nicolau's presentation here.</a></p><h2>More creator industry coverage from Business Insider:</h2><p><strong>YouTube: </strong></p><ul><li><p><a href="https://www.businessinsider.com/how-much-money-youtube-stars-make-per-month-creator-income-2020-5">14 YouTube stars break down how much they get paid per month</a> (Amanda Perelli and Sydney Bradley)</p></li></ul><p><strong>TikTok: </strong></p><ul><li><p><a href="https://www.businessinsider.com/how-much-money-tiktok-influencers-get-paid-for-brand-sponsorships-2020-12">How much money 9 TikTok stars make from brand deals</a> (Sydney Bradley, Dan Whateley, and Amanda Perelli)</p></li></ul><ul><li><p><a href="https://www.businessinsider.com/tiktok-influencer-media-kit-example-for-fashion-2020-12">A TikTok fashion influencer shares the 9-page media kit she uses to land brand deals</a> (Sydney Bradley)</p></li></ul><h2>Industry Updates:</h2><ul><li><p><a href="https://www.businessinsider.com/facebook-antitrust-suit-instagram-whatsapp-deal-ftc-states-2020-12">Facebook has been hit with two big antitrust lawsuits</a> from the FTC and 46 states seeking to spin-off Instagram and WhatsApp.</p></li><li><p>TikTok chef Eitan Bernath is joining "The Drew Barrymore Show" <a href="https://variety.com/2020/tv/news/tiktok-eitan-bernath-drew-barrymore-show-1234849416/">as Principal Culinary Contributor.</a></p></li><li><p>It's really happening: <a href="https://www.playbill.com/article/ratatouille-the-tiktok-musical-streaming-concert-to-benefit-the-actors-fund">"Ratatouille: The TikTok Musical" is coming to Broadway</a> and will stream for one performance.</p></li></ul><h2>This week from Insider's digital culture team:</h2><div type="image" title="A $45,000 check was paid out to one of Jeffree Star's sexual assault accusers by a Jeffree Star Cosmetics executive." height="1518" width="2029" msid="79664437" hostid="261"></div><h2><a href="https://www.insider.com/jeffree-star-sexual-assault-claims-hush-money-insider-investigation-2020-12">Jeffree Star's sexual-assault accuser was paid $45,000 by a Jeffree Star Cosmetics executive, leaked documents say</a></h2><p>New documents appear to show that YouTuber Jeffree Star and his team attempted to stop Insider reporter Kat Tenbarge's October investigation into Star. </p><p>A blog devoted to online gossip published an image of a cashier's check that appears to show a $45,000 payment to Star's sexual-assault accuser Gage Arthur from a Jeffree Star Cosmetics executive days after Arthur retracted his allegations to Insider.</p><p>Previously, Insider reported that Gage Arthur (who goes by his middle name) accused Star of performing nonconsensual oral sex on him at Star's home in 2009 while Arthur was intoxicated. </p><p>Finally, the document indicates that Arthur would be paid an additional $20,000 for contacting two of Insider's other sources for the investigation. </p><p><a href="https://www.insider.com/jeffree-star-sexual-assault-claims-hush-money-insider-investigation-2020-12">Read the full post here.</a> </p><h2><strong>More from Insider: </strong></h2><ul><li><p><a href="https://www.businessinsider.com/ossoff-latest-politician-to-tap-into-tiktok-young-voters-georgia-2020-12">Democrat Jon Ossoff is betting that TikTok can boost young voters in Georgia's runoff race</a> (Connor Perrett)</p></li><li><p><a href="https://www.insider.com/how-jojo-siwa-criticism-impacts-fans-2020-12">Why criticism of JoJo Siwa might harm her young fans</a> (Amanda Krause)</p></li><li><p><a href="https://www.insider.com/star-wars-rey-kylo-ren-reylo-relationship-tumblr-top-ship-2020-12">A straight Star Wars pairing topped Tumblr's overwhelmingly queer 2020 relationship list</a> (Palmer Haasch)</p></li><li><p><a href="https://www.insider.com/russian-youtuber-reeflay-girlfriend-reportedly-dies-livestream-2020-12">A Russian YouTuber's girlfriend reportedly died during a livestream after being locked outside in the cold</a> (Rachel E. Greenspan)</p></li></ul><h2><div type="image" title="In this Feb. 28, 2019 file photo, actress Lori Loughlin poses with her daughter Olivia Jade Giannulli, left, at the 2019 &quot;An Unforgettable Evening&quot; in Beverly Hills, California" height="954" width="1909" msid="79664438" hostid="261"></div></h2><h2>Here's what else we're reading: </h2><ul><li><p><a href="https://www.businessoffashion.com/articles/marketing-pr/fashion-medias-missed-influencer-opportunity">The blurred line between editors and influencers</a> (Alexandra Mondalek, from The Business of Fashion)</p></li><li><p><a href="https://therealdeal.com/national/2020/12/05/real-estate-agents-turn-to-influencers-to-help-sell-a-lifestyle-and-apartments/">Real estate agents turn to influencers to help sell</a> (The Real Deal staff)</p></li><li><p><a href="https://www.nytimes.com/2020/12/08/style/olivia-jade-red-table-talk.html">5 takeaways from Olivia Jade's "Red Table Talk" appearance</a> (Jonah Engel Bromwich and Caity Weaver, from The New York Times)</p></li><li><p><a href="https://www.theverge.com/2020/12/8/22163728/youtube-viewers-100-billion-hours-gaming-videos-2020">YouTube Gaming had its best year ever with 100 billion hours of gaming content watched</a> (Nick Statt, from The Verge)</p></li></ul><p><em>Thanks for reading! Send me your tips, comments, or questions: aperelli@businessinsider.com</em></p><h2><a href="http://newsletter.businessinsider.com/join/influencerdashboard"><strong>Subscribe to the newsletter here</strong></a><strong>.</strong></h2>

Some influencers are secretly using ghostwriters to respond to OnlyFans messages

<p>Welcome back to this week's Influencer Dashboard newsletter!</p><p>This is Amanda Perelli, writing to you from home, and here's an update on what's new in the business of <keyword id="1112328" type="PERSON" weightage="60" keywordseo="Influencers">influencers</keyword> and creators.</p><p>This week, my colleague Dan Whateley and I wrote an analysis piece on why the coronavirus won't destroy the influencer economy, despite the doom and gloom from some reports.</p><p>We spoke to professionals across the industry to better understand how creators and marketers are earning a living during the pandemic and what the future has in store for the business.</p><p>While sponsored content has long been a predictable (and essential) source of income for digital creators, the industry has matured well beyond branded posts.</p><p>Direct sales can stabilize income when ad budgets falter and some of the ways influencers have turned their followers into paying customers are by selling products like merch, offering courses, and delivering exclusive content on subscription-based platforms like Patreon. </p><p>Fans are still willing to pay for content and products from their favorite creators and the demand for content across all social-media platforms has spiked in recent weeks.</p><p>For instance, the lifestyle influencer Katy Bellotte (177,000 <keyword id="819905" type="COMPANY" weightage="60" keywordseo="Instagram">Instagram</keyword> followers) launched a Patreon account on May 1 as a way to offer her followers more content while earning extra revenue. Her account offers three monthly memberships for up to $5, and she already has 864 paying patrons.</p><p>Many influencers, especially those in categories like travel, will likely feel the pain from a contracting ad market for months to come. But it's clear that though the industry might look different, it won't collapse. The consumer demand is strong and not going anywhere. (<a href="https://www.businessinsider.com/why-coronavirus-wont-destroy-the-influencer-economy-creator-business-2020-5">Read the full analysis here</a>.)</p><p>You can read most of the articles here <a href="https://www.businessinsider.com/subscription/prime-discount?r=birefer-aperelli">by subscribing to BI Prime</a>. And if this is your first time reading Influencer Dashboard, <a href="http://newsletter.businessinsider.com/join/influencerdashboard">subscribe to the newsletter here</a>.</p><h2><a href="https://www.businessinsider.com/paid-sponsored-instagram-posts-from-influencers-fall-during-coronavirus-pandemic-2020-4">New data reveals how large the decrease in sponsored Instagram posts from influencers has been in recent weeks, as the ad market sputters</a></h2><p><div type="image" title="Macy Mariano Instagram Influencer" height="2142" width="2856" msid="75602062" hostid="261"></div></p><p>Dan reported on a new study from the marketing-analytics firm Launchmetrics that showed sponsored-post activity has been down considerably on Instagram since the coronavirus outbreak began.</p><p>The drop comes as many influencers have had brand deals put on hold.</p><p>"Over the past two months, I have definitely seen things slow down," said Macy Mariano, a travel and personal-style influencer with about 100,000 followers on Instagram. "Even some existing partnerships that I have currently going on have been put on pause until June."</p><p>While sponsored posts have trended down on Instagram in recent weeks, unpaid activity on the app and across the broader social-media landscape is way up, according to Launchmetrics. </p><p><strong><em><a href="https://www.businessinsider.com/paid-sponsored-instagram-posts-from-influencers-fall-during-coronavirus-pandemic-2020-4">Read the full story on how rates for paid Instagram posts are falling, here</a>. </em></strong></p><h2><a href="https://www.businessinsider.com/youtube-creator-monthly-income-25-thousand-subscribers-micro-influencer-2020-5">A tech YouTube creator with 25,000 subscribers breaks down his monthly income in April and how the coronavirus has affected his business</a></h2><p><div type="image" title="Jimmy Ton" height="651" width="868" msid="75602067" hostid="261"></div></p><p>Jimmy Ton may be a "micro influencer," but he is able to earn a significant amount of money each month off his <keyword id="10879" type="CITY" weightage="60" keywordseo="YouTube">YouTube</keyword> channel — which all started as a way to help him in his marketing classes. </p><p>I spoke to Ton, a 24-year-old who lives in Texas and films videos about technology and consumer electronics for his tech review YouTube channel JimmyTriesWorld, which has 25,000 subscribers. </p><p>Ton earns money from his YouTube videos through the ads that play in his videos. For the month of April, his YouTube channel earned $1,680, according to a screenshot viewed by Business Insider. </p><p>But many YouTube creators, including Ton, have experienced a decline in direct-ad-revenue rates from the platform in recent weeks.</p><p><em><strong><a href="https://www.businessinsider.com/youtube-creator-monthly-income-25-thousand-subscribers-micro-influencer-2020-5">Read the full post here</a>. </strong></em></p><h1><a href="https://www.businessinsider.com/33-insiders-who-wield-the-most-power-at-youtube-2020-4">The 33 insiders who wield the most power at YouTube</a></h1><p><div type="image" title="YT Exec 1200X900" height="908" width="1200" msid="75602071" hostid="261"></div></p><p>I collaborated with BI reporters Lauren Johnson and Hugh Langley to identify the 33 executives at YouTube with the most power. </p><p>YouTube made user-generated content mainstream, reaching more than two billion people each month. It rivals TV networks and streaming giants including Netflix and Amazon. And it's gotten big publishers and advertisers to create videos and helped turn content creators like Emma Chamberlain and David Dobrik into stars, establishing new business models for Hollywood.</p><p>These executives are leading all of YouTube's businesses and they span policy, engineering, content, and <keyword id="35666" type="COMPANY" weightage="60" keywordseo="advertising">advertising</keyword>.</p><p><em><strong><a href="https://www.businessinsider.com/33-insiders-who-wield-the-most-power-at-youtube-2020-4">Check out the full list here</a>. </strong></em></p><h2>What else happened on BI Prime:</h2><ul><li><p><a href="https://www.businessinsider.com/how-much-money-youtuber-made-in-april-adsense-cpm-rate-2020-4">A YouTube creator and active-duty US Navy sailor had his highest-earning month ever in April despite ad rates plummeting</a>: I spoke to Austen Alexander, an active-duty sailor for the US Navy and YouTube creator, on how much money he earned in April from YouTube.</p></li><li><p><a href="https://www.businessinsider.com/top-social-media-platforms-marketers-want-to-increase-using-survey-2020-5">A survey of 1,003 marketers shows which social-media platforms they want to use more of in 2020 and reveals a weakness for TikTok</a>: Dan reported on a recent report from the social-media analytics platform Sprout Social.</p></li></ul><h2>Industry updates:</h2><ul><li><p>The <keyword id="6762469" type="UNKNOWN" weightage="60" keywordseo="TikTok">TikTok</keyword> star and food and lifestyle content creator Eitan Bernath <a href="https://www.hollywoodreporter.com/news/tiktok-star-youtuber-eitan-bernath-signs-wme-1292864">signed with the talent agency WME</a>.</p></li><li><p>YouTube star MrBeast (34 million subscribers) is <a href="https://docs.google.com/forms/d/e/1FAIpQLSeGrRlbf0rjXUMfYKrScPlsEQrhEZFfJmdPSGsP-dlHG2Zl3A/viewform">hiring a full-time video editor</a> for his gaming channel.</p></li><li><p>YouTube star Anastasia Radzinskaya, who vlogs under the name "Like Nastya," has partnered with IMG to develop a line of licensed consumer products for her global fanbase. She is managed by Eyal Baumel from Yoola, and represented by WME and IMG.</p></li><li><p>A CGI virtual influencer (yes, you read that right) <a href="https://variety.com/2020/digital/news/miquela-virtual-influencer-signs-caa-1234599368/">signed with the talent agency CAA</a>.</p></li></ul><h2>This week on Insider's digital culture desk:</h2><ul><li><p><a href="https://www.insider.com/tiktok-prom-high-schoolers-having-at-home-dance-quarantine-pandemic-2020-4">High school seniors and their families are sharing at-home prom celebrations on TikTok</a>: Margot Harris wrote that thousands of students are posting videos of their at-home proms to TikTok in order to share the special occasion with friends.</p></li><li><p><a href="https://www.insider.com/dixie-damelio-interview-profile-tiktok-fame-charli-2020-4">TikTok star Dixie D'Amelio had a meteoric rise to fame with her sister, but now she's determined to make her own brand: 'Charli and I are two different people'</a>: Rachel Greenspan interviewed Dixie D'Amelio who is one of the most followed people in the world on TikTok.</p></li></ul><h2>Here's what else we're reading:</h2><ul><li><p><a href="https://www.theinformation.com/articles/how-youtube-stars-are-getting-paid-during-the-pandemic">How YouTube Stars Are Getting Paid During the Pandemic</a>: Nick Bastone from The Information wrote about some of the ways top YouTube creators are earning their money.</p></li><li><p><a href="https://www.glossy.co/beauty/schick-brings-social-media-influencers-to-tv-commercials">Schick brings social media influencers to TV commercials</a>: Emma Sandler from Glossy wrote about how the razor brand Schick is using influencers for ads in TV.</p></li><li><p><a href="https://www.hollywoodreporter.com/features/tiktok-boom-how-exploding-social-media-app-is-going-hollywood-1293505">TikTok Boom! How the Exploding Social Media App Is Going Hollywood</a>: Natalie Jarvey from The Hollywood Reporter wrote about the rise of TikTok and its wildly popular homegrown stars.</p></li></ul><p><em>Thanks for reading! Send me your tips, comments, or questions: aperelli@businessinsider.com. </em></p><h2><a href="http://newsletter.businessinsider.com/join/influencerdashboard">Subscribe to the newsletter here</a>.</h2>Read the original article on <a href="https://www.businessinsider.com/youtube-and-influencer-business-trends-newsletter-may-7-2020-5">Business Insider</a>

Instagram sponsored posts have dropped dramatically, but it doesn't mean the end of the influencer business

<p><em>Hi, this is Amanda Perelli.</em><em> Welcome back to Insider <keyword id="1112328" type="PERSON" weightage="60" keywordseo="Influencers">Influencers</keyword>, our weekly rundown on the influencer and creator economy. </em><a href="http://newsletter.businessinsider.com/join/influencerdashboard"><em>Sign up for the newsletter here.</em></a></p><p>Platforms like <keyword id="819905" type="COMPANY" weightage="60" keywordseo="Instagram">Instagram</keyword> and <keyword id="10879" type="CITY" weightage="60" keywordseo="YouTube">YouTube</keyword> have been rushing to compete with <keyword id="6762469" type="UNKNOWN" weightage="60" keywordseo="TikTok">TikTok</keyword>'s success by launching their own short-form video features.</p><p>As TikTok continues to face threats of a potential US ban, Instagram Reels has developed more creator and marketer interest. </p><p>My colleagues Sydney Bradley, Dan Whateley, and I broke down what content creators, brands, and anyone in influencer marketing should know about Instagram's new feature. </p><p>Although the feature has been dubbed a "<a href="https://www.nytimes.com/2020/08/12/technology/personaltech/tested-facebook-reels-tiktok-clone-dud.html">TikTok copycat,</a>" marketers told us that Reels doesn't have to replace TikTok for it to be a success. If Reels appeals to Instagram-first creators who aren't using TikTok, then the feature could drive revenue — similar to how the Snapchat-copying "Stories" format worked starting in 2016. </p><p>Some creators have already found that certain content performs better on Reels than on TikTok.</p><p><a href="https://www.businessinsider.com/eitan-bernath-shares-tiktok-instagram-cooking-video-stratgy-2020-9">Eitan Bernath, a viral teen chef with over 1.3 million followers on TikTok</a> and 409,000 followers on Instagram, told Business Insider that posting Reels helped his Instagram account double in followers in just one month. </p><p>He repurposes a lot of his content between TikTok and Reels, but for Reels specifically, he will make sure there is something visually enticing at the start, since the sound is not automatically turned on (like on TikTok) to order to grab viewers' attention. </p><p>Aside from growth, Reels has also helped creators earn extra income on some brand deals.</p><p>Influencers with around 100,000 followers or more could charge between $5,000 and $40,000 for a sponsored Reel, according to Reesa Lake, partner and executive vice president of brand partnerships at the talent agency Digital Brand Architects. And Britney Turner, a fashion and lifestyle "micro" influencer with <a href="https://www.instagram.com/itsbritneynicole_/">27,000 followers</a>, has a <a href="https://www.businessinsider.com/how-much-money-micro-influencers-charge-instagram-brand-sponsorships-2020-8#britney-turner-27000-instagram-followers-3">starting rate</a> of $2,000 for a Reel.</p><p><strong><a href="https://www.businessinsider.com/instagram-reels-details-for-influencers-brands-and-marketers-2020-10">Read more about Reels and all of the ways marketers and brands are using the new feature, here</a>. </strong></p><h2><a href="https://www.businessinsider.com/day-in-the-life-tiktok-skincare-influencer-1-million-followers-2020-10">A TikTok 'skinfluencer' with over 1 million followers breaks down his daily routine </a></h2><div type="image" title="Young Yuh Skincare Influencer" height="1472" width="2500" msid="78682335" hostid="261"></div><p>Young Yuh, known as yayayayoung, is a TikTok skincare influencer with over 1 million followers.</p><p>Sydney spoke with Yuh about his account surging in popularity online, his own skincare routine, and inside his growing business. </p><p>Yuh is <a href="https://www.businessinsider.com/top-performing-skincare-brands-social-media-influencer-marketing-2020-9">part of a surge in skincare content across social media</a>, a category which saw a 197% increase in engagements between the first half of 2019 and the first half of 2020, according to <a href="https://www.traackr.com/blog/announcing-the-2020-state-of-influence">data from Traackr,</a> an influencer-marketing platform.</p><p>In May, skincare brands started reaching out to Yuh for potential partnerships on TikTok, he said. After researching on Craigslist and Indeed about how much money videographers and production assistants make hourly, he calculated his starting rates for his content: between $1,000 and $3,000. </p><p>His morning skincare routine includes using a cleansing foam and exfoliating. He also applies a sunscreen after moisturizing. </p><p><strong><a href="https://www.businessinsider.com/day-in-the-life-tiktok-skincare-influencer-1-million-followers-2020-10">Check out his full routine, from skincare to work, here</a>. </strong></p><h2><a href="https://www.businessinsider.com/youtube-influencer-media-kit-real-example-used-for-brand-sponsorships-2020-10">A YouTube creator with about 380,000 subscribers shares the media kit she uses to land brand deals</a></h2><div type="image" title="Jade Darmawangsa media kit" height="599" width="1025" msid="78682338" hostid="261"></div><p>Jade Darmawangsa has 381,000 YouTube subscribers and has expanded her channel into a full-time business by working with brands on sponsorships and collaborations.</p><p>I spoke with Darmawangsa about how she lands brand deals and how much she charges on average. </p><p>Darmawangsa shared that she uses a <keyword id="6354777" type="COMPANY" weightage="100" keywordseo="Media">media</keyword> kit, a document that showcase an influencer's value to a brand or company, to land sponsorships on YouTube, Instagram, and TikTok. </p><p>On average, she charges between $2,000 and $5,000 for a YouTube brand sponsorship, and between $500 and $2,000 for a sponsored Instagram post, she said.</p><p>Darmawangsa's media kit highlights her audience demographics and some of her past work.</p><p><strong><a href="https://www.businessinsider.com/youtube-influencer-media-kit-real-example-used-for-brand-sponsorships-2020-10#her-youtube-channel-has-381000-subscribers-her-core-audience-are-people-between-the-ages-of-18-and-34-2">Check out her exact 4-page media kit, here</a>.</strong></p><h2><a href="https://www.businessinsider.com/instagram-adds-new-discovery-features-for-songs-sounds-on-reels-2020-10">How Instagram Reels' new audio features will help it compete with TikTok for marketing dollars</a></h2><div type="image" title="Instagram Reels - audio features." height="1584" width="2500" msid="78682342" hostid="261"></div><p>Instagram introduced a series of product updates last week to make trending songs on its short-form video feature Reels more discoverable.</p><p>Dan reported that the audio-focused updates should appease the music marketers who <a href="https://www.businessinsider.com/music-marketers-test-instagrams-reels-after-success-on-tiktok-2020-10">told Business Insider</a> that Reels' lack of a robust song discovery system made it difficult to promote tracks on the app.</p><p>Music is a core part of TikTok's user experience.</p><p>To bring Reels up to par, Instagram developed a new song discovery page featuring "trending" tracks, added the ability to share audio pages with friends in direct messages, and created an option for users to bookmark songs for later use (similar to the "favorite" feature in TikTok).</p><p><strong><a href="https://www.businessinsider.com/instagram-adds-new-discovery-features-for-songs-sounds-on-reels-2020-10">Read more about the new music features here</a>. </strong></p><h2>More creator industry coverage from Business Insider:</h2><p><strong>YouTube </strong></p><ul><li><p><a href="https://www.businessinsider.com/how-much-money-youtube-pays-finance-creators-month-year-views-2020-10">Finance YouTube creators reveal how much they get paid and why they earn higher rates than many other influencers</a> (by Amanda Perelli)</p></li></ul><p><strong>TikTok</strong></p><ul><li><p>We are still seeking nominations for the influencer "collab" houses that have had the greatest impact on the creator industry this year. <a href="https://www.businessinsider.com/seeking-nominations-for-the-top-influencer-collab-houses-tiktok-youtube-2020-10">Submit your ideas here</a>.</p></li></ul><h2>Industry updates: </h2><ul><li><p>TikTok star Josh Richards started a podcast with Barstool Sports founder Dave Portnoy, <a href="https://twitter.com/Michaelgr1011/status/1316328724665565184/photo/4">and it's #6 on Apple podcasts</a>.</p></li><li><p>YouTube is testing new shopping features <a href="https://wwd.com/business-news/technology/youtube-shoppable-videos-1234631200/">that let creators make items mentioned in videos shoppable through the platform</a>.</p></li><li><p>Gamer Tyler Blevins (known as "Ninja") <a href="https://www.hollywoodreporter.com/news/tyler-ninja-blevins-signs-with-caa-exclusive">signed with the talent agency CAA and he is looking to get into voice acting, movie roles, and producing.</a></p></li></ul><h2>This week from Insider's digital culture team:</h2><div type="image" title="Jeffree Star poses for photos at Cosmoprof at BolognaFiere Exhibition Centre on March 17, 2018 in Bologna, Italy." height="2000" width="2666" msid="78682346" hostid="261"></div><h2><a href="https://www.insider.com/jeffree-star-leaked-dms-deleted-tweets-james-charles-youtube-2020-10">Leaked Jeffree Star messages show he deleted more than 400 crude tweets as he accused rival YouTuber James Charles of sexual misconduct</a></h2><p>Controversial makeup influencer Jeffree Star – who has more than 44 million followers across his social media platforms – hired a fan to help him delete crude tweets and direct messages. </p><p>Insider reporter Kat Tenbarge wrote that the makeup mogul deleted more than 400 old, potentially offensive tweets in the days after he accused rival YouTuber and beauty guru James Charles of sexual misconduct. </p><p>Insider learned of the coordinated effort to delete the tweets after a former fan of Star's shared a series of direct messages with Star that appear to show him helping Star identify which tweets to delete.</p><p>In exchange for his assistance, Star promised in the leaked messages, but later rescinded, tickets to one of Star's Masterclass events. Insider was able to confirm the identity of the former fan, who asked to remain anonymous for fear of professional repercussions, through his verified accounts.</p><p>Insider confirmed the exchange began one day after Star had accused Charles of being a "predator" and a "danger to society."</p><p><a href="https://www.insider.com/jeffree-star-leaked-dms-deleted-tweets-james-charles-youtube-2020-10">Read the full story here</a>. </p><p><strong>More from Insider: </strong></p><ul><li><p><a href="https://www.insider.com/cranberry-juice-longboarding-fleetwood-mac-dreams-420doggface208-nathan-apodaca-interview-2020-10">A viral TikTok creator says the money he's earning will help him make a down payment on a home</a> (Palmer Haasch)</p></li><li><p><a href="https://www.insider.com/triller-announces-ban-on-qanon-conspiracy-theory-content-tiktok-tech-2020-10">TikTok rival Triller announces ban on QAnon conspiracy theory content</a> (Rachel Greenspan) </p></li><li><p><a href="https://www.insider.com/bon-apptit-timeline-allegations-drama-culture-race-andy-alex-sohla-2020-6">Bon Appétit just announced 8 new chefs will be joining the relaunch of its YouTube channel</a> (Margot Harris and Palmer Haasch)</p></li><li><p><a href="https://www.insider.com/internet-famous-hair-salon-appears-not-to-wear-masks-2020-10">People are criticizing a hair salon that's popular among influencers for seemingly not requiring anyone to wear masks</a> (Amanda Krause)</p></li></ul><h2>Here's what else we're reading: </h2><ul><li><p><a href="https://influence.co/nofilter/addison-rae-charli-damelio-viva-pictures-movies">Production studio Viva Pictures wants to turn influencers like Charli D'Amelio and Addison Rae into Hollywood stars</a> (Kate Lindsay, from NoFilter)</p></li><li><p><a href="https://www.gamesindustry.biz/articles/2020-10-08-twitch-staff-call-the-company-out-on-sexual-assault-racism-more">Twitch employees call out the company, alleging culture of indifference to misconduct</a> (Brendan Sinclair, from GamesIndustry.Biz)</p></li><li><p><a href="https://www.rollingstone.com/pro/features/tiktok-influencers-music-sub-urban-1070875/">A data-driven music startup is looking to predict the next big song on TikTok</a> (Elias Leight, from Rolling Stone)</p></li><li><p><a href="https://www.nytimes.com/interactive/2020/10/12/style/faze-3d-house-tour.html">Take a virtual tour inside Faze Clan's esports compound</a> (Taylor Lorenz, from The New York Times)</p></li></ul><p><em>Thanks for reading! Send me your tips, comments, or questions: aperelli@businessinsider.com</em></p><h2><a href="http://newsletter.businessinsider.com/join/influencerdashboard"><strong>Subscribe to the newsletter here</strong></a><strong>.</strong></h2>

You Searched For "eitan bernath" and got 8 results

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